Brand Identity Guideline - Signage

Jan 2019
Table of Contents
2 Introduction 28 Channel Letter sign - Vertical Sign specification
3 Brand Color - Signage (Without property name)
4-5 Minimum General Requirement 29 Channel Letter sign - Vertical Sign specification
6-7 On Premise Sign - Primary (With property name)
8-11 On Premise Sign - Secondary 30 Channel Letter sign - Horizontal 1-line
12 Off Premise Sign Sign specification
13 Off -Premise Signs - Highway Billboards (without property name)
with Image 31 Channel Letter sign - Horizontal 1-line
14 Off -Premise Signs - Highway Billboards Sign specification
with Image
(With property name)
15-16 Off Premise Sign - Directional Sign
32 Channel Letter sign - Horizontal 2-line
17 Municipal Sign
Sign specification
18 Membership/Service Promises Plaque
(With property name)
19 Primary sign (Signage Specification)
33 Channel Letter sign - Horizontal 2-line
20 Signage - Material (BW logo icon)
Sign specification
(Both channel letter and Pylon sign)
(Without property name
21 Signage - Material (word best western and
34 Pylon sign - size
property name)
35 Pylon sign - Sign specification
(Both channel letter and Pylon sign)
36-38 Recommendation - signage location
22 Signage - Trim color for logo icon, word
39 Appendix A (Sign Intent drawing)
best western, and property name
(both channel letter and pylon signage type)
23 Signage - Lighting
(both channel letter and pylon signage type)
24 Signage - Pylon structure material
25 Channel Letter sign - Size Vertical logo
26 Channel Letter sign - Size Horizontal 1-line
27 Channel Letter sign - Size Horizontal 2-line

Best Western Hotels & Resorts (Asia) - 2019 1

Introduction
Your Best Western Plus signage greets customers as they arrive and helps to attract potential new guests. Consistent, accurate use of the
Brand logo provides instant Best Western Plus recognition to travelers and assures them of the quality, comfort and affordability they can
expect.

Best Western Hotels & Resorts (Asia) - 2019 2

Brand Colors - Signage
Color plays an important role in the Best Western® identity.

Best Western Plus Cranberry Best Western Plus Champagne

C3 2 C2 1
M1 00 M3 3
Y7 2 Y4 5
K2 7 K6 3

PMS 7638 C PMS 7531 C

Use for: Channel Letters (face, returns & trim caps) and Use for: Brand Cabinets (face-property name panel,
Brand cabinets (face-Brand logo) trim caps, & support structure) and billboard property
panel
Best Western Charcoal

C2 5
M2 5
Y1 1
K6 5

PMS 7540 C

Use for: Channel Letters (face, returns & trim caps) and
Brand cabinets (face-Brand logo)

Note: When reproducing the identity on a surface that requires something other than ink (e.g., fabric, laminate, plastic), the approved Pantone color should serve as a guide for achieving an
accurate color match.

Best Western Hotels & Resorts (Asia) - 2019 3

Minimum General Sign Requirements
Exterior Sign Program
1. Best Western Plus branded properties are required to display a
Primary sign that is:
a. A minimum of 50 square feet (5 square meters),
b. Prominently displayed on premise at the property,
c. Visible to guests upon arrival, and, as otherwise outlined in
this section,
2. Best Western Plus Brand Identity Exterior Sign Program Design
Intent Drawings and Specifications are only provided to North
American Best Western International (BWI) endorsed sign ven-
dors.
3. The Best Western Brand Identity Exterior Sign Program Design
Intent Drawings and Specifications, provided by BWI/BWO, must
be used when producing a Brand sign.
4. Placement, size and type of proposed signs, as well as subse-
quent sign changes, must follow Best Western current sign spec-
ifications and must be approved by BWI before manufacture. It is
the responsibility of the BWO to ensure all signs outside of North
America are compliant
Best Western Hotels & Resorts (Asia) - 2019
Sign Quality and Appearance
1. All property signs, including supporting structures and bases,
must be well-maintained, properly lighted and in a good state of
repair and operation at all times.
a. When signs are internally/externally illuminated, the
illumination is to be evenly distributed to prevent dark or
“hot” spots on the face of the sign.
b. Screws or mounting devices must not be visible on the
front of any sign.
c. Sign cabinets and supports must be painted to match
Brand specifications.
2. All signs must portray a quality appearance. “Budget” signs are
not permitted. Best Western reserves the right to require modifica-
tions to your outdoor display if the display is unprofessional, mis-
leading or not in compliance with the Global Brand Identity Manual.
3. No flags, balloons, banners, taglines, lights or unusual adorn-
ments may be attached to any sign.
4. All signs that display the property name with the Best Western
Plus logo must comply with the specifications in this section.
a. Property name typestyle must be in Costa Std. Demi font in
upper and lower case letters if used in conjunction with Best
Western Plus Signage.
4
Minimum General Sign Requirements - Continued
Construction and Materials Sign Installation

1. The materials outlined in the Design Intent Drawings must be
used when manufacturing a Best Western branded signs.
a. Digitally printed signs are to be manufactured using BWI b. Roof mounted
approved 3M inks that are applied to a BWI approved 3M c. Pole mounted
substrate surface.
2. The Best Western Plus logo must not be painted on any surface,
unless approved by BWI, prior to manufacturing.
3. Natural materials such as wood, stone, and metal (i.e. brushed
bronze, brushed silver, etc) may be used to produce a sign when
local authorities do not permit man-made materials or it fits in
with the architectural style/ theme of the hotel.
a. BWI or BWO approval is required prior to manufacturing.
b. Color and/or no color allowed.
3. Materials such as faux stone, or plaster may also be approved by
BWI or the BWO, prior to manufacturing.
4. The Best Western Plus logo must not be painted on any surface,
unless approved by BWI, prior to manufacturing.
1. The following installation methods are permitted:
a. Flag mounted side of building
d. Pylon Wrap
e. Wall mounted
f. Free standing monument sign
2. With prior approval from BWI, a Best Western Plus sign may be
installed on a monument structure that is not a Best Western Plus
approved color, but which coordinates with the architectural design
and color of the building.
Promotional Signage
1. Banners and the display of promotional wording such as: Coming
Soon, Now Open, Grand Opening, Newly Renovated, etc. may not
be displayed longer than 6 months.
2. Room rate postings are not allowed on any signage.

Best Western Hotels & Resorts (Asia) - 2019 5

On-Premise Signs - Primary
Primary Signs must be manufactured in accordance with the sign standards and the Best Western Plus Brand Identity Exterior Sign Program Design Intent
Drawings and Specifications. Caution: It is not the intent of this manual be used or relied upon for the manufacture or construction of signs.
Primary Sign
1. A Best Western Plus primary sign consists of the Brand icon and (Brand Logo)
or Brand Logo and Property Name.
2. The preferred location for the primary sign is on the front of building the near
roof line or building wall. However, alternate locations on premise would also be
approved.
3. Primary signs must be illuminated when dark.
a. Internal LED illumination, as specified, is preferred to exterior
illumination.
b. Sufficient lighting must be provided to ensure visibility at night.
c. ‘Best Western Plus’ channel letters are displayed in the specified BW not permitted.
Plus Charcoal and BW Plus Cranberry color by day and illuminate white by 2. Must appear as outlined in this document.
night on a light wall color; and can be white, day and night, on a dark wall
color.
d. If due to city codes, a primary sign may be spot lit instead of using
internal illumination.
e. When signs are internally/externally illuminated, the illumination is to be
evenly distributed to prevent dark or “hot” spots on the face of the sign.
Primary Sign Types
1. Individually mounted icon and channel letters must be:
a. Installed vertically or horizontally, flush mounted, or on a raceway that
matches the wall color; and,
b.Displayed according to the proportions and colors indicated in the De
sign Intent Drawings and Specifications.
c. Channel letter returns are BW Plus Charcoal and BW Plus Cranberry
matching the Best Western Plus letters.
Best Western Hotels & Resorts (Asia) - 2019
2. A new cabinet sign with digitally printed Brand logo faces must be:
a. Installed on the building, support poles, or a free-standing structure that
coordinates with the building.
b. Cabinets and support poles are painted Craft Brown (BW Plus
Champagne).
3. A new Specialty Mid-Rise Pylon sign with the raised icon cabinet.
a. Maximum overall height for this pylon sign is 30 feet (9m).
b. It is recommended for new construction properties.
Primary Sign with Property Name - Optional
1. The property name, when used, must appear as outlined in the Intent Drawings
and Specifications. (Refer to Appendix A). Additional logos and /or graphics are
3. Property name must be in Costa Std Demi in upper and lower case lettering,
4. When displayed with a channel letter set the property name must;
a. Be centered below the Brand letters. Not to exceed the width of the
Brand letters. If property name is longer, it can be displayed on two or more
lines. For visual reference please see family of signs.
5. Property name must not exceed the following size requirements;
a. The copy size for the property name must be no more than 65%
the height of the letter “B” in “Best Western” for all configurations.
b. Cabinet Signs – The property name panel must make up 20% of
the total sign area.
c. Channel Letter Signs –The minimum letter height required for the
property name is 10” (25cm).
d. If these percentage cannot be met due to size or space.
6. Generic words typically associated with a hotel property name (such as
“Hotel”, “Inn”, “Lodge”, “Conference Center”, etc. ) may be included or exclud-
ed on the Primary Sign even if the official name of the hotel does not include the
additional generic word.
a. Note, these generic words may precede or follow the property name.
6
On-Premise Signs - Continued

Primary Examples

Channel Letters Horizontal - Day Channel Letters Horizontal - Night Horizontal Mounted Sign
with property name

Best Western Hotels & Resorts (Asia) - 2019 Vertical Mounted Sign Entrance Mounted Sign 7
with property name
On-Premise Signs - Secondary
Secondary signs are signs that are used in addition to a primary sign. The sign styles noted on this page do not qualify as Primary Signs. These style signs
are also required to be manufactured in accordance with the sign standards and the Best Western Brand Identity Exterior Sign Program Design Intent
Drawings and Sign Specifications.

Entrance Signs Generic Branded Hotel Signs

Small illuminated signs to direct guests. 1Signs displaying the generic verbiage “hotel” or “Inn” with the Brand
1. Only full color logo is displayed. logo.
2. Additional text is not displayed.
1. Property must have a compliant primary sign.
3. Sign cabinet and support must be painted to match Brand
specifications. 2. In a cabinet sign the words ‘Hotel’, ‘Inn’ can be placed in the BW Plus
Cranberry property name panel, instead of property name.
Canopy/Awning Signs
3. Typestyle (both cabinet or channel letter signs) must be Costa Std.
Demi in upper and lower case letters.
A Brand logo sign may be applied to an approved canopy over any door-
way entrance area into the hotel building. (i.e. Soft Canvas Type Material) a. Generic signs with just the word “Hotel” or “Inn”(etc.) with no
Brand logo may be in any font.
1. All canopy materials, colors and layouts must receive approval by BWI
Design.

2. If the full-color logo (Brand icon and lettering with drop shadow and
3D effect) is used,
a. It may be displayed on any BWI Design approved color canopy.

b. The Brand lettering color is white on a dark background, or BW
Plus Cranberry on a light background.

c. The property name or additional information, if used in

conjunction with Best Western sign, must be displayed in Costa
Std. Demi font in upper and lower case letters, and match the Brand
lettering color (white or BW Plus Cranberry).
3. If a one-color logo is used,
a. The canopy color must be black or BW Plus Cranberry.
b. The Brand lettering, property name, or additional information
must be displayed in white Costa Std. Demi font in upper and lower
case letters.

Best Western Hotels & Resorts (Asia) - 2019 8

On-Premise Signs - Secondary Continued

Decals

A Brand Logo decal on a glass entrance door.

1. Brand logo must be either full-color or frosted with the “BW” elements within
the Icon clear/translucent.

2. The minimum size requirements are as followed;

a. Vertical Logo – Minimum height 12” (300 mm)
b. Horizontal Logo 2-line - Minimum width 12” (300mm)
c. Horizontal Logo 1-line – Minimum width 12” (300mm)

3. If property name is displayed, it must be;

a. In Costa Std Demi,
b. BW blue if full-color logo is displayed,
c. Frosted if frosted logo is displayed

4. The placement of the property name must comply with the Sign Specifica-
tions.

Best Western Hotels & Resorts (Asia) - 2019 9

On-Premise Signs - Secondary Continued
Amenity Signs Electric Message Center (EMC)

Amenity signage displays permanent copy (not changeable letters) that An EMC displays electronic copy that describes on-premise facilities and
describes on-premise facilities and services. services or announces special events. An EMC sign:

1. May not be displayed below the individually channel letters.

An amenity sign cabinet, if used in conjunction with Best Western Plus
signage: 2. When displayed beneath a Vertical Brand Logo cabinet sign:

1. Must use white copy on a Best Western Plus Cranberry sign face; a. Must not be taller than the height of the Brand Icon; and,
a. Typestyle must be Gotham Medium font in upper and lower b. Must be the same width or no more than twice as wide as the
case letters. sign cabinet above.

2. Must be painted to match the Brand cabinet color. 3. When displayed beneath a Horizontal Brand Logo cabinet sign:

a. Must not be taller than the height of the Brand Icon; and,
3. Must not be displayed below the individually channel letter sign.
b. Must be the same width as the sign cabinet above.

4. When displayed beneath a Vertical Brand Logo cabinet sign, the 4. Not allowed to be mounted on the building.
amenity cabinet:
Changeable Copy Reader Boards
a. Must not be taller than the height of the Brand Icon (Circle with
the BW); and, 1. Are not permitted.
b. Must be the same width or no more than twice as wide as the
sign cabinet above. Vacancy Sign

5. When displayed beneath a Horizontal Brand Logo cabinet sign, the 1. If used, must be an electronic reader board style.
amenity cabinet:
a. Must not be taller than the height of the Brand Icon; and,
b. Must be the same width as the sign cabinet above.

Best Western Hotels & Resorts (Asia) - 2019 10

On-Premise Signs - Secondary Continued
Shared / Multi-Tenant Signs

A shared sign represents two or more businesses. A property and

another establishment on premise may share space on the same
supporting sign pole or monument.

A business plaza or shopping area that includes the hotel panel for the
property identification.

1. Must be approved by BWI in advance.

2. On-premise sign guidelines are to be used to produce shared / mul-

titenant signs.

3. Best Western portion of the sign has top billing, unless otherwise
approved.

4. All members should use discretion in determining a partner for a

shared sign. Anything classified as adult, pornographic, lewd or sexually
obscene is not acceptable.

5. This style of sign does not qualify as a primary sign.

Best Western Hotels & Resorts (Asia) - 2019 11

Off -Premise Signs
The information below applies to pages 14-17.
1. Full color, logo must be displayed and:
a. Appear to the left of the board.
4. Directional Copy and Symbols
a. Directional copy must be reversed out to white. If arrow image is
used, directional text featured in the arrow must be set in the BW
Plus Cranberry and the arrow must be white.

b. Be maximized within the available area. b. Copy must be in upper and lowercase lettering in Gotham Bold.
c. Must represent at least 20% and no more than 50% of the total
c. International symbols can be used as a substitution for copy.
board.
Symbols should be reversed out to white and centered below
directional copy.
2. Property name must be:
a. In upper and lower case lettering in Costa Std Demi. 5. Photos
b. Be displayed in the BW Champagne (C 21, M 33, Y45, K36) a. Not recommended for use on directional signs.

property name box, unless otherwise specified in sign b. On Image Billboards, full color lifestyle photos with appropriate
content must be used.
specifications.
c. Hotel images are not recommended.
3. Additional Copy:
a. Must be displayed within the BW Plus Cranberry area and must
be reversed out to white.

b. Copy should be limited and direct so that it is quick and easy to

read and set in Gotham Bold. Examples:
1. Breakfast Served Daily
2. Free High Speed Internet
3. Rates can not be displayed

Best Western Hotels & Resorts (Asia) - 2019 12

Off -Premise Signs - Highway Billboards with Image
Examples shown here are the only layout versions permitted.
Actual Size: 14’ x 48’ (4m x 14m)/ Mechanical Size: 14” x 48” (355mm x 1219mm) (Scale: 1” = 1’)

Option 1

A Best Western Plus Logo: Full color on white background. Centered.

Must occupy at least 30% of the billboard.

B Image: Is a full color lifestyle photo complimenting the phrase used

in letter D. Hotel images are not recommended.

C Optional Property Name: Costa Std Demi 107pt, -20 tracking. White type
reversed out of a BW Champagne (C 21, M 33, Y 45, K36) bar. Centered copy.

D Amenity Copy: Gotham Medium 103pt over 119pt, Reversed out of BW Plus
Cranberry (C 32, M 100, Y 72, K 27). Centered copy.

E Directional Copy: Gotham Bold 158pt, -15 tracking. Reversed out of

100% BW Plus Cranberry. Centered copy.

F Optional Travel Association Logo: Size not to exceed the size of

the BW ligature icon. Reversed out of BW Champagne (C 21, M 33,
Y45, K36). Centered at bottom.

Option 2A/ Option 2B

A Best Western Plus Logo: Full color on white background. Centered.

Must occupy at least 25% of the billboard (30% if no property name).

B Image: Is a full color lifestyle photo complimenting the phrase used

in letter D. Hotel images are not recommended.

C Optional Property Name: Costa Std Demi 84pt, -20 tracking. 100%
BW Plus Cranberry. Centered copy.

D Amenity/Directional Copy: Gotham Bold 117pt, -15 tracking. Reversed out of

BW Plus Cranberry (C 32, M 100, Y 72, K 27). Leftalinged copy (centered if no
travel association logo).

E Optional Travel Association Logo: Size not to exceed the size of the BW liga-
ture icon. Reversed out of BW Champagne (C 21, M 33, Y45, K36). Right-alin-
ged at bottom.

All measurements specified are based on mechanical size.

Best Western Hotels & Resorts (Asia) - 2019 13

Off -Premise Signs - Highway Billboards without Image
Examples shown here are the only layout versions permitted.
Actual Size: 14’ x 48’ (4m x 14m)/ Mechanical Size: 14” x 48” (355mm x 1219mm) (Scale: 1” = 1’)

Option 1

A Best Western Plus Logo: Full color on white background. Centered.

Must occupy at least 30% of the billboard.

B Optional Property Name: Costa Std Demi 161pt, -20 tracking. White
type reversed out of BW Champagne (C 21, M 33, Y 45, K36). Centered copy.

C Amenity Copy: Gotham Medium 99pt over 128pt. White type reversed out of
BW Champagne (C 21, M 33, Y 45, K36). Centered copy.

D Directional Copy (Exit): Gotham Bold 149pt, -20 tracking. Reversed out of
BW Plus Cranberry (C 32, M 100, Y 72, K 27). Centered copy.

E Directional Copy (Street): Gotham Medium 89pt, -15 tracking. Reversed out
of BW Plus Cranberry (C 32, M 100, Y 72, K 27). Centered copy.

F Optional Travel Association Logo: Size not to exceed the size of the BW liga-
ture icon. Reversed out of 100% BW Cranberry. Centered.

Option 2

A Best Western Plus Logo: Full color on white background. Centered. Must
occupy at least 30% of the billboard.

B Amenity Copy: Gotham Medium 92pt, -15 tracking. Reversed out of

100% BW Plus Cranberry. Centered copy.

C Directional Copy: Gotham Bold 139pt, -15 tracking. Reversed out of

100% BW Plus Cranberry. Centered copy.

D Optional Travel Association Logo: Size not to exceed the size of the BW
ligature icon. Reversed out of BW Plus Cranberry (C 32, M100, Y 72, K 27).
Centered.

E Optional Property Name: Costa Std Demi 158pt, -20 tracking.

White type reversed out of a BW Champagne (C 21, M 33, Y 45,K36) bar.
Centered copy.
All measurements specified are based on mechanical size.

Best Western Hotels & Resorts (Asia) - 2019 14

Off -Premise Signs - Directional Signs
Examples shown here are the only layout versions permitted.
Actual Size: 7’ x 3’ (2m x 1m)/ Mechanical Size: 7” x 3” (177mm x 76mm) (Scale: 1” = 1’)

Arrow Sign
Mechanical Size 7’ x 3’ (2m x 1m)

A Best Western Plus Logo: Full color on white background. Centered. Must
represent at least 20% and no more than 50% of the total board.

B Amenity Copy: Gotham Bold 19pt over 25pt, -20 tracking. Reversed out of
BW Plus Cranberry (C 32, M 100, Y 2, K 27). Centered copy.

C Directional Copy: Gotham Bold 27pt, -50 tracking. Visually centered within
white arrow.

D Optional Property Name: Costa Std Demi 24pt, -20 tracking. White type re-
versed out of a BW Champagne (C 21, M 33, Y45, K36) bar. Centered copy.

Apron Sign
Mechanical Size 6’ x 3’ (1.5m x 1mm)

A Best Western Plus Logo: Full color on white background. Centered. Must
represent at least 20% and no more than 50% of the total board.

B Directional Copy (Large): Gotham Bold 55pt over 50pt, -20 tracking. Re-
versed out of BW Plus Cranberry (C 32, M 100, Y72,K 27). Centered copy.

C Directional Copy (Small): Gotham Bold 20pt, -20 tracking. Reversed out of
BW Plus Cranberry (C 32, M 100, Y72, K 27). Centered copy.

D Optional Property Name: Gotham Bold 24pt, -20 tracking. White type re-
versed out of a BW Champagne (C 21, M 33, Y45, K36) bar. Centered copy.

All measurements specified are based on mechanical size.

Best Western Hotels & Resorts (Asia) - 2019 15

Off -Premise Signs - Directional Signs
Examples shown here are the only layout versions permitted.
Actual Size: 7’ x 3’ (2m x 1m)/ Mechanical Size: 7” x 3” (177mm x 76mm) (Scale: 1” = 1’)

International Symbols Sign

Mechanical Size 7’ x 3’ (2m x 1m)

A Best Western Plus Logo: Full color on white background. Cen-

tered. Must represent at least 20% and no more than 50% of the
total board.

B Directional Copy: Gotham Bold 47pt over 43pt, -20 tracking.

Reversed out of BW Plus Cranberry (C 32, M 100, Y72, K 27).
Centered copy.

C Symbols: International symbols can be used as a substitution for

copy. Symbols should be centered below directional copy. Sym-
bols should be reversed out to white.

D Optional Property Name: Costa Std Demi 20pt, -20 tracking.

White type reversed out of a BW Champagne (C 21, M 33, Y45,
K36) bar. Centered copy.

International Symbols Sign (Vertical)

Mechanical Size 3” x 7”, Actual Size 3’ x 7’ (2m x 1m)

A Best Western Plus Logo: Full color on white background. Cen-

tered. Must represent at least 20% and no more than 50% of the
total board.

B Directional Copy: Gotham Bold 47pt over 43pt, -20 tracking.

Reversed out of BW Cranberry (C 32, M 100, Y72, K 27). Centered
copy.

C Symbols: International symbols can be used as a substitution

for copy. Symbols should be centered below directional copy.
Symbols should be reversed out to white.

D Optional Property Name: Costa Std Demi 20pt, 21pt leading, -10
tracking. White type reversed out of a BW Champagne (C 21, M
33, Y45, K 36) bar. Centered copy.
All measurements specified are based on mechanical size.

Best Western Hotels & Resorts (Asia) - 2019 16

Municipal Signs
Signs controlled by city, town or municipality.

1. The Best Western Plus logo must be maximized in area available.

2. In some instances municipal sign restrictions may not allow for any of the above standards to be met. In that case you may
use a sign format permitted by your local authorities.

Best Western Hotels & Resorts (Asia) - 2019 17

Interior Signs - Membership/Service Promise Plaque
The plaque ensures travelers that if something is not meeting an
expectations the hotel will make it right.

1. A Service Promise Plaque is required for all Best Western Hotels & Re-
sorts globally.

2. The plaque is to be in a prominent view of guests checking in – either

on the front desk or on the wall in the front desk area in plain view.

3. If wall mounted the bottom of the plaque must be between 4 feet

(1.5m) and 5 feet (1.85m) from the ground.

4. Second Language: Repeat information from the front in another

language on the back only if displayed at front desk.

5. For replacement plaques please contact Best Western Hotels & Resort
- Bangkok office

6. International Properties, for the guidelines and ordering instructions

for the International Service Promise Plaque please refer to the Interna-
tional Signage Exceptions manual.

Membership/Service Promise Plaque provide by Bangkok Office

Best Western Hotels & Resorts (Asia) - 2019 18

 Primary Sign
Signage Specification
All signage must produce from Best Western Certify Vendor only

Best Western Hotels & Resorts (Asia) - 2019 19

Channel Letter Sign - Material
Logo Icon
Logo Icon Cabinet:
Stainless steal or High Quality Metal, Cabinet thickness at least 15” or 38 cm

Digital Printing signage surface (sign face) for logo icon

Digital Printing:
Digital print brand image direct to 3M™ Envision™Flexible Substrate FS-1 via EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or EFI™ VUTEk® GSr 3M™
Premium UV Inks and apply 3M™ Scotchcal™ Matte Overlaminate 3660M as a protective top layer of film.

Ink:
EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or
EFI™ VUTEk® GSr 3M™ Premium UV Inks

Substrate (vinly): Protection Film:

3M™ Envision™Flexible Substrate FS-1 3M™ Scotchcal™ Matte Overlaminate 3660M

Best Western Hotels & Resorts (Asia) - 2019 20

Channel Letter Sign - Material
Word Best Western Plus and Property Name
Word best western and property name channel letter cabinet:
Stainless steal or High Quality Metal, Cabinet thickness at least 15” or 38 cm

3M Dual Color Film

All channel letters will use 3M™ Dual Color Film (custom colors by brand) which is applied to first surface white acrylic rigid substrate. This sign face
construction produces a “color by day – white by night effect”. The 3M™ Dual Color Film is readily available in rolls but sheets (48” x 144”) are
also an option as an alternate product form.

3M Dual Color Film (Color code) for word Plus

and property name

Cranberry
3M 3635-1356 Cranberry (Rolls)
3M DN00437 Cranberry (Sheets)

3M Dual Color Film (Color code) for word Best

Western

Gray
3M 3635-0213 Gray (Rolls)
3M DN00443 Gray (Sheets)

Note: This color is custom made color for best western only and the material must be order from certify vendor only.

Best Western Hotels & Resorts (Asia) - 2019 21

Channel Letter Sign - Trim color for logo icon, word Best West-
ern Plus and property name
Cabinet Color for logo icon, word Plus and property name Alternative color code
Best Western Plus Cranberry Pantone 7638 C

Cabinet Color for word Best Western Alternative color code

Best Western Charcoal Gray Pantone 7540 C

Best Western Hotels & Resorts (Asia) - 2019 22

Channel Letter Sign - Lighting
(Internal illuminate for logo icon, word best western Plus, property name)

GE 7100K LED must be used in all signage.

Smaller Size – GE LED Light Larger Size – GE LED Light

GEMX71-W1 Tetra MAX WET 7100K GEPM71-W1 Tetra MAX WET 7100K

Best Western Hotels & Resorts (Asia) - 2019 23

Signage - Pylon structure material (apply for Pylon sign only)

Brush aluminum or Aluminum composite panel

(metal silver) or light gray color (Pantone 427c)

Best Western Hotels & Resorts (Asia) - 2019 24

Channel Letter Sign - Size (Vertical Logo)
(Internal Illuminated)

1. Word Best Western display BW Plus Charcoal

color at day time and white color at night

2. Word Plus, underline graphic, and property

name display in BW Plus Cranberry at day time
and white color at night

3. Channel letter sign must be individual mount-

ed to the wall or surface or stand alone with
support pole

Best Western Hotels & Resorts (Asia) - 2019 25

Channel Letter Sign - Size (Horizontal 1-line)
(Internal Illuminated)

1. Word Best Western display BW Plus

Charcoal color at day time and white color
at night

2. Word Plus, underline graphic, and prop-

erty name display in BW Plus Cranberry at
day time and white color at night

3. Channel letter sign must be individual

mounted to the wall or surface or stand
alone with support pole

Best Western Hotels & Resorts (Asia) - 2019 26

Channel Letter Sign - Size (Horizontal 3-line)
(Internal Illuminated)

1. Word Best Western display BW Plus Charcoal

color at day time and white color at night

2. Word Plus, underline graphic, and property

name display in BW Plus Cranberry at day time
and white color at night

3. Channel letter sign must be individual mount-

ed to the wall or surface or stand alone with
support pole

Best Western Hotels & Resorts (Asia) - 2019 27

Channel Letter Sign - Vertical Sign Specification
(Without property name)
Side cabinet:
Paint in CranberryPMS7638
Minimum deep 5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls)
3M DN00437 Cranberry (Sheets)
Best Western Hotels & Resorts (Asia) - 2019
Side cabinet:
Paint in Cranberry PMS7638, Minimum deep 5”
LED Light:
GE 7100K LED
(GESS71-1)
Digital Printing:
Digital print brand image direct to 3M™ Envision™Flexible Substrate
FS-1 via EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or EFI™ VUTEk®
GSr 3M™ Premium UV Inks and apply 3M™ Scotchcal™ Matte Overlami-
nate 3660M as a protective top layer of film.
Substrate (vinly):
3M™ Envision™Flexible Substrate FS-1
Ink:
EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or
EFI™ VUTEk® GSr 3M™ Premium UV Inks
Protection Film:
3M™ Scotchcal™ Matte Overlaminate 3660M
Side cabinet:
Paint in Charcoal PMS7540 mini-
mum deep 5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-0213 Gray (Rolls) or
Side cabinet:
Paint in Cranberry PMS7638, 3M DN00443 Gray (Sheets)
minimum deep 5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) or 3M DN00437 Cranberry (Sheets)
28
Channel Letter Sign - Vertical Sign Specification
(With property name)
BW Plus logo icon, word Best Western Plus
and underline graphic are same material spec-
ification as show on page 41

Side cabinet:
Paint in Cranberry PMS 7638,
Minimum deep 5”

LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)

Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) or
3M DN00437 Cranberry (Sheets)

Remark:
1. Property name must be in Costa Std Demi in upper and lower case lettering,
2. When displayed with a channel letter set the property name must;

a. Be centered below the Brand letters. Not to exceed the width of the Brand letters. If
property name is longer, it can be displayed on two or more lines.

3. Property name must not exceed the following size requirements;

a. The copy size for the property name must be no more than 65% the height
of the letter “B” in “Best Western” for all configurations.

b. Channel Letter Signs –The minimum letter height required for the property name is 10”
(25cm).

Best Western Hotels & Resorts (Asia) - 2019 29

Channel Letter Sign - Horizontal 1-line sign specification
(Without property name)

Side cabinet: Side cabinet: Side cabinet:

Paint in Cranberry PMS7638 Paint in Charcoal PMS7540 Paint in Cranberry PMS7638,
Minimum deep 5” minimum deep 5” minimum deep 5”
LED Light:
LED Light:
LED Light: GE 7100K LED
GE 7100K LED
GE 7100K LED GEMX71-W1 (Small size)
GEMX71-W1 (Small size)
(GESS71-1) GEPM71-W1 (Larger size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate
Surface:
White acrylic rigid substrate
Digital Printing: 3M Dual Color Flim:
Digital print brand image direct to 3M™ Envision™Flexible Substrate 3M 3635-0213 Gray (Rolls) or 3M Dual Color Flim:
FS-1 via EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or EFI™ VUTEk® 3M DN00443 Gray (Sheets) 3M 3635-1356 Cranberry (Rolls) or
GSr 3M™ Premium UV Inks and apply 3M™ Scotchcal™ Matte Overlami- 3M DN00437 Cranberry (Sheets)
nate 3660M as a protective top layer of film.

Substrate (vinly):
3M™ Envision™Flexible Substrate FS-1 Side cabinet:
Paint in CranberryPMS7638
Ink: Minimum deep 5”
EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or
EFI™ VUTEk® GSr 3M™ Premium UV Inks LED Light:
GE 7100K LED
Protection Film: GEMX71-W1 (Small size)
3M™ Scotchcal™ Matte Overlaminate 3660M GEPM71-W1 (Larger size)
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) Surface:
3M DN00437 Cranberry (Sheets) White acrylic rigid substrate

Best Western Hotels & Resorts (Asia) - 2019 30

Channel Letter Sign - Horizontal 1-line sign specification
(With property name)

BW Plus logo icon, word Best Western Plus and underline graphic are same material
specification as show on page 43

Side cabinet:
Paint in Cranberry PMS 7638,
Minimum deep 5”

LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)

Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) or
3M DN00437 Cranberry (Sheets)

Remark:
1. Property name must be in Costa Std Demi in upper and lower case lettering,
2. When displayed with a channel letter set the property name must;

a. Be centered below the Brand letters. Not to exceed the width of

the Brand letters. If property name is longer, it can be displayed on two or
more lines.
3. Property name must not exceed the following size requirements;
a. The copy size for the property name must be no more than 65% the height
of the letter “B” in “Best Western” for all configurations.

b. Channel Letter Signs –The minimum letter height required for the property
name is 10” (25cm).

Best Western Hotels & Resorts (Asia) - 2019 31

Channel Letter Sign - Horizontal 3-line Sign Specification
(Without property name)
Side cabinet:
Paint in Charcoal PMS7540 minimum deep
5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate

3M Dual Color Flim:

3M 3635-0213 Gray (Rolls) or
3M DN00443 Gray (Sheets)

Side cabinet:
Paint in Cranberry PMS7638,
Side cabinet:
minimum deep 5”
Paint in Cranberry PMS7638
Minimum deep 5”
LED Light:
GE 7100K LED
LED Light: GEMX71-W1 (Small size)
GE 7100K LED GEPM71-W1 (Larger size)
(GESS71-1)
Surface:
White acrylic rigid substrate

Digital Printing: 3M Dual Color Flim:

Digital print brand image direct to 3M™ Envision™Flexible Substrate 3M 3635-1356 Cranberry (Rolls) or
FS-1 via EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or EFI™ VUTEk® 3M DN00437 Cranberry (Sheets)
GSr 3M™ Premium UV Inks and apply 3M™ Scotchcal™ Matte Overlami-
nate 3660M as a protective top layer of film. Side cabinet:
Paint in CranberryPMS7638
Substrate (vinly): Minimum deep 5”
3M™ Envision™Flexible Substrate FS-1
LED Light:
Ink: GE 7100K LED
EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or GEMX71-W1 (Small size)
EFI™ VUTEk® GSr 3M™ Premium UV Inks
GEPM71-W1 (Larger size)
Protection Film:
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) Surface:
3M™ Scotchcal™ Matte Overlaminate 3660M White acrylic rigid substrate
3M DN00437 Cranberry (Sheets)

Best Western Hotels & Resorts (Asia) - 2019 32

Channel Letter Sign - Horizontal 3-line Sign Specification
(With property name)

BW Plus logo icon, word Best Western Plus and underline graphic are same material
specification as show on page 45

Side cabinet:
Paint in Cranberry PMS 7638,
Minimum deep 5”

LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)

Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-1356 Cranberry (Rolls) or
3M DN00437 Cranberry (Sheets)

Remark:
1. Property name must be in Costa Std Demi in upper and lower case lettering,
2. When displayed with a channel letter set the property name must;

a. Be centered below the Brand letters. Not to exceed the width of

the Brand letters. If property name is longer, it can be displayed on two or
more lines.
3. Property name must not exceed the following size requirements;
a. The copy size for the property name must be no more than 65% the height
of the letter “B” in “Best Western” for all configurations.

b. Channel Letter Signs –The minimum letter height required for the property
name is 10” (25cm).

Best Western Hotels & Resorts (Asia) - 2019 33

Pylon Sign - Size (Internal Illuminated)
1. Pylon sign size can be larger than 4m tall as long as the Best Western logo not less than 4180 sqcm
2. Pylon sign size must not smaller than 3m tall.
3. Best Western Plus logo must not less than 4180 sqcm
4. Property name not less than 25cm (0.25m) hight, no larger than word Best Western in width

Best Western Hotels & Resorts (Asia) - 2019 34

Pylon Sign - Sign Specification
Side cabinet:
Paint in Cranberry PMS7638
Minimum deep 5”

LED Light:
GE 7100K LED
(GESS71-1)

Side cabinet:
Paint in Charcoal PMS7540 minimum
deep 5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)
Surface:
White acrylic rigid substrate
3M Dual Color Flim:
3M 3635-0213 Gray (Rolls) or
3M DN00443 Gray (Sheets)
Brush aluminum or Aluminum composite panel
(metal silver) or light gray color (Pantone 427c)
Digital Printing:
Digital print brand image direct to 3M™ Envision™Flexible Substrate
FS-1 via EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or EFI™ VUTEk®
GSr 3M™ Premium UV Inks and apply 3M™ Scotchcal™ Matte Overlami-
nate 3660M as a protective top layer of film.
Substrate (vinly):
3M™ Envision™Flexible Substrate FS-1
Ink:
EFI™ VUTEk® GSLXr 3M™ Superflex UV Inks or
EFI™ VUTEk® GSr 3M™ Premium UV Inks
Protection Film:
3M™ Scotchcal™ Matte Overlaminate 3660M
Side cabinet:
Paint in Cranberry PMS7638,
minimum deep 5”
LED Light:
GE 7100K LED
GEMX71-W1 (Small size)
GEPM71-W1 (Larger size)

Surface:
White acrylic rigid substrate
Remark:
1. Property name must be in Costa Std Demi in upper and lower case lettering, 3M Dual Color Flim:
2. When displayed with a channel letter set the property name must; 3M 3635-1356 Cranberry (Rolls) or
3M DN00437 Cranberry (Sheets)
a. Be centered below the Brand letters. Not to exceed the width of the Brand letters. If
property name is longer, it can be displayed on two or more lines.

3. Property name must not exceed the following size requirements;

a. The copy size for the property name must be no more than 65% the height of the letter
“B” in “Best Western” for all configurations.

b. Channel Letter Signs –The minimum letter height required for the property name is 10”
(25cm).

Best Western Hotels & Resorts (Asia) - 2019 35

Recommendation: Signage Location

Pylon signage: may be install in one of location show in 1,2,3

Remark: Property name optional

Pylon signage

Best Western Hotels & Resorts (Asia) - 2019 36

Recommendation: Signage Location

Channel Letter signage: may be install in one of location show in 1,2,3,4 (can be Vertical logo, Hori-
zontal 1-line or Horizontal 2-line depend on the size of area where signage will be install) 4
Remark: Property name optional

3
Vertical (Channel Letter) Horizontal 1-line (Channel Letter)

2
Horizontal 3-line (Channel Letter)

Best Western Hotels & Resorts (Asia) - 2019 37

Recommendation: Signage Location

Remark: Property name optional

Briton Hotel

Best Western Hotels & Resorts (Asia) - 2019 38

Appendix A: Sign Intent Drawing
GE 7100K LED will be used in all signage.
• Signage –
o Single Sided – GESS71-1
o Double Sided – GEDS71-1
• Channel Letters
o GEMX71-W1 (Smaller sizes)
o GEPM71-W1 (Larger sizes)

Returns:
• Cranberry return if face is cranberry
• Charcoal Grey return if face is Charcoal Grey

Signs in family of signs below 55 sq ft will be rigid, 55 sq ft and up will be flexible face. Custom application will be held to standard signage rules, e.g.: Low
OAH high monuments will be rigid to avoid vandalism.

Flexible faces are to be printed on 3M FS-1 material on a digital printer approved by Best Western. Decals are to be printed on 3M IJ3650-114 clear on a
digital printer approved by Best Western. All digital prints to have 3M 3660M over-laminate applied.

Be sure to test LED layouts on each size of sign to ensure proper and even lighting at all sizes as sign vendors are responsible for the proper illumination of
their signs. As standard see below for enters by sign type. Persona can supply LED maps as requested.

• Rigid face signs will have a 12” center LED layout.

• Flexible face signs will have a 15” center LED layout.
• Single Face signs will have a 15” center LED Layout.

Paint Colors/Vinyl:

Plus:
• Cabinet and pole to be painted Craft Brown MP 03181
• Specialty Pole covers reveal to be painted PMS 202 C.
• Raised Icon sign and lighted pole cover to be Sandalwood Metallic MP 20051.
• Channel Letter returns and trim cap to match PMS 7638 (Cranberry) and PMS 7540 (Charcoal Grey).
• Vinyl for Channel Letters:
o Charcoal Grey: 3M DN00443 Sheets
o Charcoal Grey: 3M 3635-0213 Rolls
o Cranberry: 3M DN00437 Sheets
o Cranberry: 3M 3635-1356 Rolls

Best Western Hotels & Resorts (Asia) - 2019 39